Creating Attractive Displays

by Shari Waters, Retail Expert @ About.com

Creating an attractive product display can draw the customer in, promote a slow-moving item, announce a sale, or welcome a season. If your store front is fortunate enough to feature one or more windows, then you have one of the most proven (and least expensive) forms of advertising at your disposal.

Some stores located in a mall or other structure may lack windows, but don’t despair. There are many places throughout the store to build beautiful displays.

Take a look at the flow of traffic in your store. Are there any areas that are a focal point for customers?

Your local community may have individuals or visual merchandising companies you can hire to dress your windows, but if you’re concerned with saving money, the following tips will help you create an attractive display.

Visual Display Tool Box

Before designing a product display, put together a visual display tool box to keep on hand. By having all of these items in one location it will save time in actually preparing the display.

Scissors, Stapler, Two-Sided Tape, Pins

Hot glue sticks and glue gun

Monofilament Fishing Line

Tape Measure

Razor Blade/Utility Knife

Hammer, Nails, Screwdriver, Screws

Notepad, Pencil, Marker

Signage, Sign Holders

Glass Cleaner/Paper Towels

Props (Non-merchandise Items)

Take time to plan the display. Consider what you want to accomplish, develop a budget and determine a central theme. You may even want to sketch your display on paper. Gather your visual display tool box, the merchandise and any props.

Make sure all materials and location (tables, windows, racks) are clean. Choose a slow time of the day or build the display after hours.

Elements of Effective Visual Merchandising

Balance: Asymmetrical rather than symmetrical balance with the display.

Size of Objects: Place the largest object into display first.

Color: Helps set mood and feelings.

Focal Point: Where product and props/signage and background come together.

Lighting: Should accent focal point, if possible.

Simplicity: Less is more so know when to stop and don’t add too many items.

Once the display is finished, add appropriate signage. Take photos of the display and keep record of the product sales during the display’s existence. Save your information in a file folder for easy reference. By documenting its success, you can re-create the display next year or if it flops, you can make sure you don’t repeat the same mistakes.

Like any other aspect of retailing, creating an attractive display takes a little skill and lots of trial and error. As your store changes, so will your opportunities for visual displays. Keep working at designing eye-catching and innovative ways to make your retail store profitable through visual merchandising.